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Chapter I

Introduction

A. Background of the Study

BENCH/, owned by Ben Chan, is a clothing brand based in the Philippines established in

1987. The success of Suyen got the nod of the SM group for Nenita and Ben to open a

concession at their prime department store, SM Makati. With a small store selling men’s t-shirts,

Bench grew at an unparalleled rate by being the pioneer in the use of celebrity endorsers,

television and giant billboards to propel a fashion brand that offers premium quality products at

affordable prices. When the Bench boutique was launched in 1989 at Park Square, Ben got the

then rising actor Richard Gomez to be the Bench image model. Bench is a leading lifestyle and

fashion chain in the Philippines. From its humble beginnings, the t-shirt offerings expanded into

a whole lifestyle store, offering Fix Salon for hair products and services, stationary line

Prescribe(r), Bench Brats for teenagers, Bench Body and Bath specialize in bath and fragrance

products, and now HerBench offering a complete women's line, including fragrances and

cosmetics.

John Gray (1992) stated that the difference in the nature, socialization aspects and other

social and psychological factors are expressed between men and women. Whether making a

decision for their personal or professional life, deciding their habits and lifestyles, men and

women are completely different in terms of decision making. They work differently with

different types of stimuli and different limits of evaluations. Women seem to have the

satisfaction and find pleasure while they shop, whereas men appear to be more aloof towards

shopping. Men and women are also completely different in their perspectives, motives, rationales

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and actions. Study after study shows results that the reason for their differences continues to be

debated and that companies have adapted their outreach programs for customers to justify these

differences. Everything from advertising style, message, and media, to product design, store

layout, sales training, and customer service policies are designed to appeal specifically to both

sexes. He also stated that many researchers are concerned that the perceived differences of men

and women have led to issues about discrimination and inequality or unfair treatment under the

assumption that one gender has given attributes that the other does not have. But contrary to this

theory and assumptions, researchers also emphasized that these differences do not reflect a

superiority of a single gender because there are observable differences between how men and

women’s brains work and how they process information. Whether one is a man or a woman,

their purchasing decisions are mostly based on habitual aspects that rational decision-making.

People tend to act with their unconscious brains when making decisions. That is why when

buying habits are established, they are difficult to dislodge because it is human nature to resist

change. Habit mostly drives buying decisions and consumer behaviour that is why companies

focus on the initial buying decision to gain an advantage before a habit is established, ensuring

their products or services are the beneficiaries of eventual habit formation.

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B. Statement of the Problem

Generally, the study aims to determine the impact of store advertising in apparel buying

behavior between male and female.

Specifically, the study aims to determine what type(s) of store advertising such as

window display, in-store form, floor merchandising, promotional signage, and in-store browsing

is/are dominant in affecting the apparel buying behavior between male and female of Bench

young adult customers and also what is/are not. It also aims to describe and examine the

differences between male and female in apparel buying behavior in the context of store

advertising. Lastly, it aims to determine if gender is a relevant factor to consider in studying the

apparel buying behavior of teens.

C. Significance of the Study

With the fast-changing lifestyle, trends, and preferences today especially among teens, it

is important to test the impact of store advertising in their apparel buying behavior. This will

enable not only Bench but the apparel industry to assess its strategies in targeting the young adult

market to buy its products and instilling brand loyalty to them. For the advertisers, the study will

help them to distinguish how to persuade male and female young adults in buying apparel.

D. Scope and Limitations

The study will only focus on store advertising in determining the apparel buying behavior

between male and female Bench teen customers. It will not cover other extrinsic factors of

buying behavior. Intrinsic factors are also not included as consideration in the study. The study is

only limited to male and female as respondents despite of the emerging gender today which is

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the LGBT. Also, it will not cover buying behavior of the respondents in other kinds of products.

The results that will be obtained are only applicable to the age group of young adults.

E. Definition of terms

Gender is the range of characteristics pertaining to, and differentiating between,

masculinity and femininity. This is the culturally and socially constructed difference between

men and women (as indicated by terms such as 'gender affairs' and 'gender politics') that varies

from place to place and time to time. In comparison, 'sex' denotes biologically determined, thus

unchangeable, difference between them. This will be utilized as dependent variables that will be

compared in the study.

Male. It is a biological sex term which means a person’s anatomy as female, male, or

intersex. A male person bears an X and Y chromosome pair in the cell nuclei and normally

having a penis, scrotum, and testicles, and developing hair on the face at adolescence; a boy or

man. This will be utilized as dependent variables that will be compared with female in the study.

Female. It is also a biological sex term which means a person bearing two X

chromosomes in the cell nuclei and normally having a vagina, a uterus and ovaries, and

developing at puberty a relatively rounded body and enlarged breasts, and retaining a beardless

face; a girl or woman. This will be utilized as dependent variables that will be compared with

male in the study.

Consumer buying behaviour is the sum total of a consumer's attitudes, preferences,

intentions and decisions regarding the consumer's behaviour in the marketplace when purchasing

a product or service. The study of consumer behaviour draws upon social science disciplines of

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anthropology, psychology, sociology, and economics. This will be the variable that will be

measured in the study.

Advertising is a way of communication to convince an audience for taking purchase

decision about a product or service and delivering information to viewers. This is another factor

that influences buying behaviour and the relationship between environmental response and

emotional response which are independent variables with dependent variable i.e. consumer

buying behaviour.

Store Advertising or in-store advertising is any advertisement placed in a retail store. It

includes placement of a product in visible locations in a store, such as at eye level, at the ends of

aisles and near checkout counters (a.k.a. POP – point of purchase display), eye-catching displays

promoting a specific product, and advertisements in such places as shopping carts and in-store

video displays. This will be the independent variable which is the influencer to apparel buying

behavior between male and female in the study.

A window display or display window, also shop window (British English) or store

window (American English), is a window in a shop displaying items for sale or otherwise

designed to attract customers to the store. Usually, the term refers to larger windows in the front

façade of the shop. For shops with street access, the storefront section has an outer door and

usually one or two windows. This will be one of the store advertising materials which will be

measured as influencer to apparel buying behavior between male and female in the study.

In-store form/ Mannequin displays are typically used in a retail store environment to

display the merchandise. There are many types of mannequins available but the most common is

the life-size mannequin. These are the same size as a real person and have arms and legs, hands,

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feet and head. Mannequins can look like male, females, or children. Other mannequins consist of

only a torso on a stand. This will be one of the store advertising materials which will be

measured as influencer to apparel buying behavior between male and female in the study.

Floor merchandising or visual merchandising is the activity and profession of

developing the floor plans and three-dimensional displays in order to maximise sales. Both goods

or services can be displayed to highlight their features and benefits. The purpose of such visual

merchandising is to attract, engage, and motivate the customer towards making a purchase.

Visual merchandising commonly occurs in retail spaces such as retail stores and trade shows.

This will be one of the store advertising materials which will be measured as influencer to

apparel buying behavior between male and female in the study.

Promotional Signage is one of the most efficient and effective means of communication.

These help people find you, they reach people who are passing by your establishment; they

present an image of your business. In short, signs tell people who you are and what you are

selling. Promotional signage can not only generate brand awareness, it can also generate sales.

Point-of-sale, or POS displays are widely renown for generating impulse sales. First impressions

last, which makes effective interior signage, such as reception signs, a key feature in the

presentation of your business. This will be one of the store advertising materials which will be

measured as influencer to apparel buying behavior between male and female in the study.

In-store browsing happens when a person or a group of people inspect the products and

services of a store or an establishment leisurely and casually. In-store browsing may include

interaction and negotiation with the sales associates as to find more information about the

products or services that they offer and where purchasing decisions are made. This will be one of

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the store advertising materials which will be measured as influencer to apparel buying behavior

between male and female in the study.

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Chapter II

Review of Related Literature

Swarna Bakshi (2010) states that “out of all the factors that influence customer’s decision

making behaviour, one of the major factors is gender. Gender has an important role in the

consumer behaviour because the differences of the needs, wants, lifestyles, etc. reflects to their

consumption. Male and females want different products and they have different ways of liking

and earning these.” (as cited in “Impact of Gender on Consumer Purchase Behaviour, 2010, p.

1).

As Kara Arnold (2012) states that “it is important that we distinguish the terms sex,

gender identity and gender role attitudes because it has implications for consumer behaviour.

There are differences between men and women with respect to their likes and preferences and

their buying behaviour and responses to advertising” (as cited in “Relationship Marketing,

Gender, and Culture: Implications For Consumer Behaviour”, 2012). Gainer’s (1993) work

suggests that for products perceived as feminine, persons with higher feminine identities will be

more involved. Not only women and persons with a feminine gender identity are more likely to

be relational, they will also be more involved with products that are linked to biological sex and

feminine gender respectively. The more involved a person is with a product the more likely they

are to be open to engaging in a relationship with the firm that sells the product, or the product

itself, or a particular brand of that product.

Namita Rajput (2012) points out that “purchase decision is facilitated by having a

comprehensive knowledge of the brand which helps in evoking positive effects towards the

brand, as these days people don’t buy the product they buy images (brands). It influences brand

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choice, preferences and intention to purchase of consumers. Therefore, it is indispensable for a

marketer to comprehend about the perceptions of consumers for a brand which impact the

purchase decision embedding gender perspective” (as cited in “Consumers’ Attitude towards

Branded Apparels: Gender Perspective”, 2012, p. 114).

In the study by, Pentecost & Andrews (2009), identified that the primary psychographic

drivers of expenditure were fashion fanship and impulse buying. The results of the said study

showed that fashion fanship significantly influenced weekly and monthly expenditure;

meanwhile yearly expenditure was more likely to be influenced by impulse buying. While in

terms of gender, the study also shown that while males may not shop as often as females, they

are more likely spend more money when they do.

In a research entitled, The Effect of Gender on Consumer Behaviour (2012), says that

female students were very inspired by a celebrity look whereas men were not. The study believes

that the main influence is the use of internet shopping, where access to the latest designs,

bargains, outlets, of female fashion is instantly available at any time of the day or night and with,

in most cases, next day delivery. Based on the questionnaire responses 75% of the women

replied that they got fashion information from the television or the internet as against 35% for

men. Whereas the results also shows that 35% of the men get their fashion tips from magazines

but only 10 % of the women did.

In a study by, Alooma & Lawan, (n.d.)., whereas the study is all about the consumer

demographic variables influencing clothes buying behavior in Borno State, Nigeria, the results of

the study revealed that consumers clothes need recognition was mainly based on basic wardrobe

requirement and society served as main information window to most clothes consumers. Quality

was the main clothes evaluation criteria and most consumers patronized native clothes. The test

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indicated significant influence of age on consumer buying behavior with respect to patronage.

Occupation had significant influence on clothes need recognition process and patronage as well.

Education had overbearing influence on consumer post purchase behavior as well as awareness.

The influence of income was also significant on need recognition and patronage. In contrast

influence of gender and marital status was invariably not significant on consumer buying

behavior.

In a study by, Meta & Chugan, P. (2013)., it states that four dimensions of visual

merchandising viz. window display, in-store form /mannequin display, floor merchandising and

promotional signage are studied and its impact on impulse buying behaviour. The results in the

study show that certain dimensions of visual merchandising do affect impulse buying. The study

also shows that visual merchandising is important to increase the sales of the stores

Rajagopal (2011) discussed that the wide range of variables such as personal values,

attitudes and socio-economic considerations affect the purchase intentions of consumers toward

fashion apparel. It has been observed that the longer consumers are attracted by the

advertisement, innovation, technology, perception drives through do it yourself tools, celebrity

promotions and store attractions, the more spendthrift they become as purchase intentions get

stronger. Fashion apparel these days has built an image in the market by positioning designs

targeted at the more passionate and energetic male and female shoppers as far as concerned. It is

argued that shifts in consumer culture provide an innovation of designs because of personal taste

and consumption.

Retail is the dominion of women; they shop to purchase both essential and discretionary

goods, to relax, and to socialize so it’s not surprising that women account for over 80 percent of

consumer spending, or about $5 trillion dollars annually, according to the U.S. Census Bureau.

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Men, in contrast, are reluctant store shoppers and much more focused, shopping only if they

intend to buy a specific item and wanting to get in and out quickly. A number of research studies

show that much of this admittedly stereotypical behavior carries over to online shopping. The

early days of online shopping were actually quite male-oriented as the selection of products was

limited to computers, software, music, and consumer electronics. As tools for product and price

comparison (the ability to do this without having to visit physical stores is particularly attractive

to men) became available, males became even more enthusiastic about ecommerce. Then as the

variety of online goods expanded to food, apparel, home goods, and toys, females took to online

shopping. However, web shopping lacked the social aspects of retail shopping and apparel

merchants (especially luxury brands) were slow to move online. However, the arrival of social

media tools, combined with better visuals and video, made the online shopping environment

more enticing. Females can now share more of the online shopping experience and decision-

making with friends and family (Kaplan, 2011).

The shopping canter offers a variety of shops at the present time. It is common to note

that the centres’ end to develop impressive physical value of the external surroundings to attract

consumers to the shopping malls and department stores (Ashraf, et al., 2014). In addition,

according to (Sit et al., 2003) the picture of the shopping centre encourages customer store

patronising. This “front line” picture at traction is helpful to retail stores. Enjoyable surroundings

are the major reasons of store patronising (Jin and Kim, 2003). According to (Baker, 1987) these

fundamentals such as design, interior structural design and decoration, lighting, music, aroma

and cleanliness

Gender identity, a combination of an individual’s gender psychological traits, social

gender roles, and gender orientations, has a dramatic impact on one’s perceptions and behaviors

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related to consumption. However, the influence of gender identity has been oversimplified in the

recent marketing literature by using sex as the sole gender-related descriptor. As a result, the

marketing literature has been hampered in its ability to predict gender-related consumer

behaviors. This study focuses on how gender identity manifests in itself in the consumers’

product consumption and brand relationship. The focal population of interest was the

Generation-Y aged consumers in the U.S. and their relationships with personal care products.

Results generated from structural equation modeling indicate that multiple constructs of gender

identity have significant and unique impacts on product involvement and brand loyalty and,

further, that product involvement serves as a mediator that linking gender identity with brand

loyalty. (Ye & Robertson, 2012)

According to a study by Amit Aggrawal ( 2010, June) entitled Impact of Consumer

Perception on Buying Behavior in Apparel Retail Sector, with special reference to Selected

Indian Cities, the consumers` perception towards apparel can be viewed as an output that takes

into account the cultural aspects as well as changes in preferences and tastes. The relationship

between characteristics of both consumers and brands are becoming increasingly important

marketing problems, particularly with characteristics such as materialism being a strong driver of

acquiring and consuming specific types of brands. The study focuses on examining the

relationships between consumer characteristics, including gender, nationality and level of

materialism with brand perception. Consumers perceive brands as providing both emotional

benefits and utilitarian benefits.

.

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Chapter III

Theoretical Framework

The study will utilize the Selectivity Model proposes that males and females select

different cues from the environment when processing information. According to the Selectivity

Model, males often do not process all available information cues, but instead are highly selective

in their information processing and use various heuristic devices that serve as surrogates for

more comprehensive processing of information. These devices typically focus on the most

salient and highly available cue(s), and focus primarily on those cues that imply a single

inference, while disregarding conflicting or inconsistent cues. The use of this type of processing

strategy typically leads to a reliance on subsets of available cues, rather than a comprehensive

processing of all available cues. Thus, males are hypothesized to focus on highly available, often

singular cues that eclipse detailed and/or inconsistent cues (Meyers-Levy, 1989).

Conversely, females are hypothesized to more comprehensively process information such

that they tend to consider more subtle cues along with those that are more focal. According to

this model, females attempt to assimilate all available cues by engaging in “effortful,

comprehensive, itemized analysis of all available information” (Darley and Smith, 1995, p. 43).

Although truly comprehensive processing of all available cues may not be possible due to

restrictions imposed by the context of the task or basic human processing limitations, it is

maintained that the goal of the female information processor is comprehensive analysis of all

available information rather than the use of heuristic devices.

A number of research studies support the premise that women more comprehensively

process information than do men in the same task context (Benyamini, Leventhal and Leventhal,

2000; Gilligan, 1982; LaRoche, Saad, Cleveland and Browne 2000; LaRoche, Cleveland,

Bergeran and Goutaland 2003; Lenney, Gold and Browning, 1983; Pearsall, Skipper and

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Mintzes, 1997; Poole, 1977; and Voss and Van Dyke, 2001). Darley and Smith (1995) found

that, as predicted by the Selectivity Model, female advertising receivers were more

comprehensive ad processors than male receivers, considered a wider variety of product

attributes and responded more readily to subtle cues. Graham (1994) found that when evaluating

an advertising source’s similarity to self, female subjects were more likely to use a variety of

information cues than were male subjects in equivalent circumstances. Recently, Barber (2009)

found a significant relationship between gender and the ways in which male and female subjects

accessed and utilized information in information search behaviors related to a purchase decision.

The findings of this study lend support to the gender differences in information processing

proposed by Meyers-Levy (1989).

The Selectivity Model proposes that women not only engage in more comprehensive

processing of information cues, but are also more likely to process cues that are inconsistent.

Meyers-Levy and Sternthal (1991) found that when information cue incongruity was high,

women were more likely to process the incongruent information cues than were males. Meyers-

Levy and Maheswaran (1991) found that males’ processing of messages was more likely to focus

on overall message themes or schemas than was females’, and that males’ responses were more

consistent with a processing style that reflected a schema-based strategy, while females were

more likely to employ a detailed processing strategy

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Conceptual Framework

The study will determine if store advertising such as window display, in-store form, floor

merchandising, promotional signage, and in-store browsing influences the apparel buying

behavior between male and female. The degree of influence of each store advertising tools to

apparel buying behavior between male and female will also be measured. Through this, the

differences on the degree of influence to apparel buying behavior between male and female will

be determined; dominant influencer(s) to male and also to female will be identified.

Base from the theoretical framework, female would be more likely influenced by store

advertising in apparel buying since they consider shopping as an “adventure” and they tend to

have comprehensive processing of cues around them. Male, on the other hand, is described to

consider shopping as “mission” so the degree of influence of store advertising to them is likely

lower than that of female.

STORE ADVERTISING

> Window display

> In-store form

> Floor merchandising

> Promotional signage

> In-store browsing

Influences

APPAREL BUYING BEHAVIOR

> Male

> Female

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Chapter IV

Methodology

The study is a descriptive research which aims to describe the impact of store advertising

to apparel buying behavior and examine differences of both male and female when choosing and

buying apparel. There will be one hundred fifty respondents, seventy- five of male and female

Bench young adult customers aging eighteen to thirty years old.

Simple random sampling will be done to select the respondents. To obtain the

information from which to draw the conclusions, a questionnaire from online journals will be

utilized in the study. The said survey will be self-administered, which is a type of questionnaire,

either in paper or in electronic form where a respondent completes questionnaire on his/her own.

It was decided to use it rather an interview because the data would be easier to obtain and collect

and then be easier to represent. Likert scale type of questionnaire will be used, which is a method

commonly used in questionnaires where it uses numerical value assigned to each potential choice

and a mean figure for all the responses is computed at the end of the evaluation. This will

measure the degree of influence of the influencers studied to male and female respondents.

Calculating the weighted average for each scale will be the statistical measure to interpret the

results.

The questionnaire consists of six sections which include demographics, and questions

about impact of store advertising materials to buying behavior such as window display, in-store

form/mannequin display, promotional signage, floor merchandising, and in-store browsing. The

questions will be answered by scale of 1-5 from never to most frequent and from never to

always.

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